How Cross-Media Alliances Can Take on the Facebook-Google Duopoly
It’s unlikely that the emergence of cross-media advertising alliances - such as those currently witnessed in Germany and France - will immediately impact Facebook and Google’s dominance in the digital market. Yet in an environment where change and disruption are the only constants you can bet on, these alliances are essential components of a possible fightback.
Facebook and Google collect nearly half of global spending on digital advertising. The figure would be even higher if they had a foothold in China. In fact, the most recent research report by Pivotal predicts that 99% of all new digital ad spend this year will go to the duopoly.
This dominance might be the reason why it hardly caused a blip on the radar when opposing media groups in both Germany and France announced that they would be throwing their resources together to collaborate with advertising sales - not only across platforms but also across media groups.